How does the brand design process work?

There are websites and agencies out there that may promise you a quick and cheap branding solution, but that’s exactly what you’re going to get. The design work that goes into your brand shouldn’t just be thorough, but be a collaborative process between you and your creative team that culminates in a set of recognisable and impactful brand assets.

As we often say, a brand isn’t just a logo – it is the result of a creative journey, refined to an identity that will resonate with your target audience. Here’s how it works.

1. Meet and Brief

Getting to know you and your business is essential in understanding how to craft a design that will support your aspirations. The initial meeting is a discovery session where your creative team will get to know you on a personal and professional level.

By developing a proper understanding of your business vision and background, your team can ensure their design work will meet and hopefully exceed your expectations. During this meeting, a brand brief will be created. This brief will provide an ongoing reference point to ensure all specified elements are represented during the end concept presentation.

2. Research 

Before the design is started, competitor research is vital to determine what already exists in the marketplace. You don’t want a design that closely mirrors another brand, especially a close competitor. Research also looks at brands that are doing well in your industry and what your potential customers are positively responding to.

The proper research of existing brands will guarantee that your design will look original, as well as be appealing to your target audience in terms of theme, colour and graphics.

3. Conceptual Development

This is when the design starts to form. Conceptual development involves brainstorming and ideation. Your design team will start to sketch and visualise your brand design, drawing inspiration from your industry, colour psychology, art and graphic elements. Once a number of concepts have been visualised, it’s time to start bringing the design to life.

Your creative team will explore, sketch and design your brand assets, representing your business and industry through creative interpretation. Through illustration, typographical treatments, creative direction and graphic manipulation, your brand will take shape.

4. Concept Finalisation

This is where it all comes together. Your creative brand concepts go into the penultimate process. Finishing touches are applied before your brand concepts are collected into a presentation that substantiates how and why this will accurately represent your business.

Part of the concept finalisation includes taking your brand concept designs and placing them in-situ on your business assets to demonstrate how your brand will look in the real world.

5. Presentation

This is the fun part. It’s where you get to see how your talented creative team has interpreted your business into a visible, original and recognisable brand.

Typically, your creative team will have at least three concepts for you to choose from. Your brand presentation will also include a moodboard. This will demonstrate how your suggested colour palette and potential imagery will work together to create a coherent brand image.

As well as visual elements, logo designs and rationales, your brand presentation could include brand placement, taglines, tone of voice and advertising examples.

6. Feedback & Refinement

This is your brand and your decision. You might love all the concepts or find that none of them quite hit the mark. There may be elements you like from two different concepts that you’d like to see brought together. In any case, your feedback is critical for the final refinement process. Don’t hold back. This brand is going to represent you and you have absolute confidence in it.

Once you’ve provided feedback, your creative design team will rework or refine your preferred concepts to finalise your brand assets. Once you’re happy with the final design, your brand assets will be packaged and delivered.

7. Delivery

The final delivery of your brand assets will include your logo design files in the formats of your choice, your moodboard, colour palette including RGB, CMYK and HEX codes, typography, correct logo usage and any other style guide elements you have requested. A comprehensive brand style guide may involve your tagline, tone of voice, logo variations, sub-brands, photography styles, social media guidelines and even buyer personas.

Make sure you are assigned ownership of your brand assets with written documentation so there’s no question of copyright.

Need help with brand design?

D&Co Studio has helped a range of businesses create compelling brand designs that get noticed. To book a consultation or existing brand audit, call us on 03 5292 2073 or contact us here.